Interactive Video Marketing Platform

Video Content Category

Bridging the Gap between Content & Commerce

It’s no surprise that the COVID-19 pandemic has accelerated digitization across various industries, from healthcare to education to retail. The idea of having e-commerce or online store is no longer a novelty but a matter of existence and staying relevant. For some, this may have come as a harsh wake-up call, but with work-from-home and self-isolation measures expected to last for at least a year, businesses are ramping up the effort in this direction.

Shoppable Videos

Shifting the focus to consumers – as per Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. In fact, online video consumption has quadrupled during COVID-19, as per the WARC report.

Given the YoY trends along with COVID-19 media consumption changes, we can all agree that nothing seems to capture people’s attention and passion as much as online video, making it the most effective form of marketing.

As a recent article in VentureBeat points out – if there’s one thing that’s in abundance in 2020, it’s video content. The streaming wars are raging, with services churning out enough programming for a lifetime. Meanwhile, social media platforms keep expanding and grabbing more of people’s finite attention. But while consumers have no shortage of content, what’s lacking is an experience that grabs their attention by offering more than just viewing.

The article further goes on to say that the future of commerce belongs to brands and creators who bring commerce and content closer together in a seamless, engaging, and interactive viewing environment. These shoppable video experiences meet the viewers where they are, have the potential to unlock valuable user data, and empower brands to connect with consumers through more meaningful interactions.

At Wootag, we’ve been pioneering this space for over half a decade and continue to be strong believers that interactive videos enabling commerce is the way forward. This is in fact our vision to ‘Harness the power of human curiosity with simple, immersive interactions, directly within your video’, wherein curiosity can take any form, whether it is to learn more about a product or be able to buy your favorite or preferred variant.

Our vision and belief have been further validated by social media platforms like Facebook, Instagram and even to quite an extent, YouTube has enabled shoppable video. However, each walled-garden or ecosystem provides their flavor of the shoppable video which works within their environment. With growing concerns around integrity, fake news and UGC across these platforms, consumers are going directly to the source for video consumption, whether it’s news or entertainment or music site. So how do you enable meaningful shoppable video experience to the consumers outside the walled garden or let’s call it the open ecosystem?

To enable shoppable or interactive videos outside the walled gardens in a consistent manner you need a solution that works seamlessly across this open ecosystem, whether it’s paid or owned media. This is exactly where Wootag specializes and bridges the gap between content and commerce. We’re nimble yet sophisticated in our approach from providing a plug-n-play approach to enabling API integrations. We’re also cognizant that there isn’t a one size fits all approach and therefore we continue to push the envelope to bring the best interactive experiences which brands can leverage to engage with their consumers in a meaningful way.

Here are some examples across different brands leveraging Wootag to enable different interactive experiences within their videos to drive commerce –

1. Last Mile Price Comparator for a leading FMCG brand

2. Hybrid of online & online-to-offline shopping for Fashion Apparels brand :

3. More in our next Shoppable Series.

Building interactive experience leading to commerce is just one half of the story, the other and equally important half is the ability to derive insights to form a credible feedback loop – whether it’s understanding the audience behavior based on selections within the video or time spent across touchpoints or exact point in the video where the users drop off. Download our Interactive Audience Insights Report to unlock the 2019 Insights.

To conclude, at Wootag, we strongly believe storytelling in the digital world calls for the adoption of immersive technology that encourages innovative thinking and active participation of viewers to bridge the gap between content and commerce. Afterall, interactive video is all about driving viewer engagement, boosting conversion, and making the video do all the work. We specialize in making this happen!

You can visit Wootag Tour to learn more about various Wootag Interactive Possibilities or Get in touch for a demo. (this should take the reader to the time scheduler).

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A Guide to Unlock Wootag Narrative Experience

Can viewers control the narrative in a film or video? Netflix proved they could, with content like Black Mirror:Bandersnatch and You v/s Wild which revolutionized story-telling.

Wootag Narrative

At Wootag, we strongly believe storytelling in the digital world calls for the adoption of Bandersnatch-type of immersive technology that encourages innovative thinking and active participation of viewers. Here we would like to share examples of Wootag collaborating with two different brands bringing two different Creative possibilities for Choose your Narrative Experience to life.

Learnings from Wootag 150 Million+ Audience

Choices that viewers had to make ranged from choosing the breakfast cereal, throwing tea to accepting a job.

Examining the viewers’ choices in the interactive film helps gain fascinating and unprecedented insights into the psychological profile of viewers and the choices they make when they directly interact with entertainment. For instance, the statistics reveal 73% chose Frosties as the cereal, while 55.9% of viewers chose to throw tea, and 73% took the offered job at Tuckersoft.

At first, the interactive film conditions viewers to make a choice – something that traditional television or film has never done.

Wootag Narrative Guide

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Part 1 of How did we go about converting 7% of Site Traffic into Leads?

At Wootag, our vision is to unlock audience curiosity to learn more about anything within the video and we put this vision to test with one of our Wootagged videos on our site wootag.com home page. We distilled results further to showcase the importance of Videos on our site and what it means for our business objectives and how you can unlock the same.

Creative Direction? A video which explains the vision or we straight jump into the product

It is always a tricky question when a product team makes a decision on the type of videos to be your message to unlock the possibilities. With Wootag, it was quite an easy decision by referring to the ‘Why’ part of our Vision.

Wootag CORE

Why: Empowering Human Curiosity within any Visual content.
What: Harnessing the power of human curiosity with simple, immersive interactions, directly within your video.
How: Our revolutionary video platform is your one-stop shop to create optimized videos for multiple channels – so you can reach your audience no matter where they are.

Objective? What should be our objective to achieve with this video?

There should be an objective irrespective of what we do. For us we want to drive our visitors to learn about the vision and amplify why it is important for any Business of all shapes and sizes to unlock the potential of interactive videos to convert their viewers to customers.

Here is a simple test we used to clarify the objectives.
Wish the viewer to do———————— while viewing the video. (filling this blank with the action you wish your viewers to take).

For Wootag, Wish the viewer to “sign up / share their email to be contacted” while viewing the video. With this we went about unlocking the curiosity to generate leads using Wootag Lead-Gen template.

You can visit Wootag Tour to learn more about various Wootag Interactive Possibilities.

Importance of Site Design and Video Placements?

Approach of “Placing / Embedding the Video Anywhere” does not necessarily drive results, it could potentially backfire rather than generating any benefits. Here are the steps we looked at for design and placements,

We looked at “Viewers Experience” and not just at “Users Experience” and aligning what would generate the best results.
We looked at Site efficiencies and loading time given a wrong implementation can drive your site loading time and potentially create a bad experience and bounce rates.
We looked at ways to embed with the “Inline or popover” video experience.
It is worth considering a video hosting platform to avoid making your site heavy with video loaded within the site.
You can learn more about the various ways you can unlock the video experience within your site at wootag.com

Interactivity compliments Curiosity!

At Wootag, we looked at specific lead generation templates and enabled the one which will let users fill the form, right within the video without needing to go anywhere else. We further tested templates with Audience to generate a combination of leads from the following options,

Name, Email ID
Name, Email ID, Phone Number
Email ID

All of the above combinations tend to drive varying results and it works well with a combination of trust and credibility towards the company. As we scaled the business and visibility, we measured the trust coefficient with the audience willingness to share their number and the email address where they are active at.

How did we go about generating leads?

Based on all the organic views generated on our site, we looked at a sample size of 1000 visitors and approximately 27% of visitors landed up viewing the video and of which almost 7% of the visitors moved forward towards signing up.

All signed up users are further added into our inbound funnel for our sales managers to engage. Lead email ids are then categorized into ones with 1. Official email id with companyname.com and ones 2. With a Non-Official email id with the likes of gmail.com, etc.

All Leads are then further engaged with a Welcome email to a scheduled call to a platform walkthrough to a trial and finally to a Sale. This process tends to repeat for all leads and gets added into our Sales dashboard.

Key Takeaways :

1. Need for Video: Videos tend to explain the purpose of your company or for your product better.
2. Focussed Objective: Follow the test to clarify your objectives. Wish your viewer to do the ——– while viewing the video.
3. Design your site for performance: Video Placement and experience plays a key role in performance. Constantly iterate for perfection.
4. Convert your Viewers to Customers with Wootagged Interactivity: Giving viewers a chance to take action instantaneously is no more of an option.
5. There is no one size fits all! : Constantly experiment to generate leads and unlock more distribution channels.
6. Engage on an effective sales process to convert the leads to customers.

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Building an Effective Sales Funnel Through the Art of Video Storytelling

87% of businesses in 2019 used video as a powerful marketing tool. This figure is a significant jump from 63% in 2017, and 81% in 2018. 79% of viewers claim that a brand’s video convinced them to purchase a piece of application or software. Also, 84% of marketers have seen an increase in traffic to their website after leveraging video (Source).

These numbers speak volumes about the importance of video marketing in today’s era. But it’s not just about creating any video and putting it out there. You will have to create video content in line with your sales funnel and make them impactful by telling a hooking story to your audience. After all, it’s all leading potential prospects to convert into actual buyers of a product or service.

interactive-video-brand

A typical sales funnel has four stages- awareness, consideration, conversion, and loyalty. Video storytelling engages people for the long-term by building an emotional connection with your product or service at each of these stages. When they are emotionally invested in your brand, they will have a logical justification in their minds to buy your product/ service.

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14 SEO Rules That Can Help Your Video Be Found During Active Search

With video content rising in popularity on the world wide web, the competition for gaining more views and/or driving in more traffic to the site is leading many brands to invest heavily into creating quality videos and optimising them for search engines. Here are several actionable SEO tips that can improve your video ranking.

Video SEO
Image Credits: Pixabay

1. Conduct thorough keyword research
When it comes to search engine optimization, you cannot ignore the power of using the right keywords that are relevant to your content. Just as you would with written content such as a blog post or website copy, you should also conduct keyword research for your video content.

There are many free tools online that you can use for choosing relevant keywords such as Google Trends and keywordtool.io, among others. You could also check if the keywords you have in mind have YouTube searches.
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The 2019 Interactive-Video Audience Insights Report – Wootag

In 2019, at Wootag, we witnessed a surge in brand executions across verticals such as F&B, Nutrition, Finance, IT&T to Luxury, etc. Leading to approx. 300 Million views and 3 Billion + data points being processed. This has set us up to support brands in 2020 with strong behavioral insights to help them with both tactical and long-term executions. Go ahead and Unlock the 2019 Insights.

Wootag Audience Insights

Download Wootag 2019 Audience Insights Report.

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Top 10 Wootagged Brands in 2019 – part 2/2.

Wootag Top 10

One Touch to Generate Leads:
Armani upped the ante for interactivity to drive Online to Offline store walk-ins by enabling lead gen within the video to drive awareness towards their new store launch.

Interactive Feature: Lead Generation

Interactive How-To Videos :
All Things Hair enabled viewers to select their preferred hairstyle and get to learn about the products which go well with the styles showcased in the video and navigate them towards purchase.
Interactive Features: Product Information, Audience Intent

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Part 1 of Top 10 Wootagged Brands in 2019! Tap to learn more

Here’s a list of top 10 Wootagged Brands in 2019 – part 1/2.

Wootag Top 10

At Wootag, We have handpicked the top 10 brands that have enabled differentiated and award-winning Interactive Experience across various countries and unlocking performance! Here are the top five of the 10 brands, the next five brands coming your way soon…stay tuned!

Interactive Profiler from Cream Silk

Cream Silk from The Philippines unlocking users to select their persona ( Hair Style) within the video and letting them watch their preferred hairstyle.

Interactive Feature: Choose Your Persona | Video In Video | Interactive Pixels 

Brand: Unilever

 
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Transitioning from Users to Viewers Experience

wootag-interactive-video-player-1024x523User experience (UX) led the digital landscape transformation over the years. Design thinking evolved even as brands realized that websites and apps needed to be intuitive, easy to navigate and beautiful. While videos started out as a component of UX, they have now taken centre stage as far as creating a holistic viewer experience (VX) is concerned. In fact, VX is the new UX

Learning’s from User Experience Across All Channels

User experience (UX) refers to end-users’ digital experiences across products. It deals with consumers’ interactions with products and their experiences through this process. The experience the user has with each of these channels shapes their overall UX with the brand or company. Failure of UX in any channel has a negative impact on the overall user experience. Despite the focus on UX, a study finds that 72% out of 700 million websites fail to engage users consistently or in driving conversions. Three out of four apps are not used after the initial download.

Why Viewer Experience is Must

The transition to ‘VX’ from “UX’ has already happened. The quality of VX is deemed to be the most crucial factor that determines viewer engagement. VX is not about creating a single isolated video or explainer video on top of the website, but about creating a visual framework that includes multiple media assets all of which fit into the positioning of the brand. Optimal viewer experience is lined to engagement levels, recall and retention, conversion rates, ROI, lead generation and brand loyalty.The compelling power of videos is a major reason why the value of VX is phenomenally growing. People love watching moving images and interactive content much more than any other media. A staggering statistic is that by 2021, videos will comprise 80% of the total web traffic.

Interactive Video: Powerful Statistics

The future of interactive video marketing is already here. These trends for 2019 prove the dominance of interactive videos as marketing tools:

  • There is a 100% increase in mobile video consumption every year.
  • On YouTube, viewers watch more than one billion hours’ worth of video content every day, while on Facebook, video views per day are more than 8 billion. About 35 videos have had more than 2 billion views as of July 2019.
  • 93% of businesses gained a new customer on social media as a result of an interactive video.
  • 90% of consumers make a purchase decision after watching product videos.
  • Interactive videos boost viewing time with 88% more time spent on a website with an engaging video.

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Move Ahead in The Marketing Funnel With Interactive Video

Even as the customer journey gets more complex in the digital world, brands are increasingly focused on perfecting their funnel strategy. Consideration is the middle part of the marketing funnel that begins with awareness and ends with the conversion. Your customer can be aware of your brand, may even have an opinion about it, but awareness alone may not lead to a purchase. In fact, a recent study from Marketo shows 96% of potential buyers who visit a website are not yet ready to buy. It’s only when the buyer reaches the “consideration stage” that they start making the actual decision of making a purchase. Often called the “forgotten part of the funnel,” the consideration stage is where marketers need to focus their efforts.

video-every-stage-of-marketing-funnel

Why is the consideration stage of the marketing funnel important?

 At the top of the funnel is the awareness stage where consumers become aware of your brand’s existence. Past this stage is the consideration funnel where consumers conduct some amount of initial research. At this stage, they are aware they have a pain point and may be evaluating your service or product along with others as a potential solution. At this point, buyers will carry out more research to zero in on one brand and make a purchase decision. As per a study, while 71% of buyers utilise a search engine to discover a new service or product, 74% of them use search engines to dig deeper into the brand’s offerings to see if they match their specific needs.

At this stage, customers are also looking at product reviews, influencer’s opinions or recommendations to evaluate and compare your brand’s offerings with your competitor’s. For your brand to excel in leveraging the middle funnel, you need to channel macro and micro influencers that your consumers trust for purchase advice. While the content at this stage needs to explain the different solutions you offer, it should also begin to differentiate your brand from competitors. Marketing professionals need to provide solid evidence as to why your customer needs to trust in your brand with testimonials, case studies, lab tests, demonstration video and brand stories in an engaging format.

Role of interactive videos at the consideration stage

 Consumers today are overwhelmed with information overload, paid advertisements and ‘digital stalking’ that brands indulge in. A study found that while only 35% of digital ads were viewed, only 9% of these were viewed for more than a second. A mere 4% of ads were viewed for two seconds. Moreover, a majority of internet users utilise ad-blocking add-ons and extensions.  A vast majority of print and digital display ads suffer from “banner blindness” where the target audience ignores the ad, or the ad fails to engage the viewer long enough for moving the consumer to the purchase stage.

Interactive video content is highly effective in engaging leads and can boost purchases by as much as 144%. Here are some statistics on why interactive videos are the best tools at the consideration stage:

  • Four times as many potential customers prefer to watch a video about a service or product than reading about it
  • 50% of online users look for videos on product or service before visiting a store
  • Adults in the U.S. spend nearly six hours a day watching video
  • Eight seconds of video can convey as much information as 30,000 words
  • 87% of marketers say that interactive content grabs the attention of the reader more effectively than static content
  • 72% of businesses say video has improved their conversion rate
  • Viewers retain 95% of a message when they watch it in a video
  • 64% of potential consumers said watching a marketing video on social media influenced their purchase decision

Not surprisingly, 82% of marketers say interactive videos have yielded a good return on their investment while an equal number say videos are an integral part of marketing strategy. Interactive videos are the most valuable assets for marketers to push the customer from consideration stage to purchase stage.

Interactive videos can be used in multiple ways to educate the viewer by using product demonstrations, user testimonials, case studies to show how your product or service solves their problem. Videos help you build trust and showcase the human side of your brand by featuring brand stories, behind the scenes footage, quality policy or employee stories.

Types of Consideration Stage Videos

 Qantas created a virtual reality app that allows users to experience 360-degree video tours of exclusive tourism experiences. After enjoying the video tours, users have the option of booking a flight via the app. Financial services company Morgan created an interactive microsite to make users take a tour of some of the places that are most affected by climate change.

These are just two of the ways interactive videos can help in the consideration stage.There are multiple other ways to use the consideration stage video depending on what you offer, the industry niche and your target audience profile.

Some of the video types include:

  • Product comparison : Below Wootagged video will demonstrate how Estee Lauder is driving viewers to learn different shades available, allowing their audience to choose their preferred shade.

  •  Features Visualization : Here is Wootagged Ford Execution enabling their audience to watch and learn more about the features of the car driving strong consideration.

Other examples such as,

  • Expert guides
  • Live interaction videos
  • Games, quiz, puzzles
  • Calculators and configurators
  • Live chats
  • Interactive infographics
  • Animation

How Wootag helps in generating Audience Consideration

 As the leading authority on interactive videos, Wootag aims to transform your consumers’ experience by harnessing the power of visual storytelling. These figures speak volumes about how Wootag can help you achieve your marketing goals:

Screen Shot 2019-05-19 at 9.32.46 PM

 

To Download Infographic Audience Insights – Click here. 

An action-inspiring, compelling video not only boosts brand awareness but clears the path for purchase when used at the consideration stage of the funnel.

With interactive videos, you can not only engage with your viewers but also generate two times as many conversions and five times as many page views as compared to static ads. Calculators, before and after, demonstrations, quiz, poll or assessments – the possibilities are endless when it comes to how you can use interactive videos to generate interest in purchase.

Now that you know the immense potential of interactive videos in this stage of marketing, the next step is to device the right video strategy that resonates with your target audience.

Wootag steps in at the crucial phase of the marketing funnel to craft visually stunning interactive videos that help you accelerate brand visibility while driving conversions.

Get in touch with us today to take your brand to new heights of success.

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